Among the countless enigmas of science, I find myself intrigued by the enticing toffee tucked away in the kitchen cupboard. It has me completely captivated—almost like I’m being swept into some metaphysical currents.

The pressing question is: how? How do chocolate bars diminish my willpower when I thought I was a seasoned adult who should know better?

The solution may be linked to the concept of “food noise.” This pervasive and disruptive phenomenon relates to the relationship between food and our perceptions of it.

In the case of my beloved toffee crunch, these fleeting thoughts are mere distractions that I inevitably give in to within an hour.

Food noise can be a serious issue

For some individuals, food noise is a substantial concern. Hayashi Daimon, a doctoral researcher at Penn State University, explains.

He notes that when the volume increases, food noise becomes a source of “a constant obsession that undermines an individual’s well-being and complicates healthy choices.”

Although research on food noise is sparse, in 2023, Hayashi and his colleagues published a paper aiming to connect established knowledge about food cues and anecdotal insights into food noise. Their team is actively pursuing further research.

“I believe that research on food noise is at a point where asking the right questions and seeking empirical data is more crucial than making presumptions,” Yayashi highlights.

“From our preliminary findings, I can tell you that most social media accounts describe food noise as a source of distress, with people indicating they would rather avoid it.”

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Individuals respond variably to food cues

Hayashi asserts that food noise is characterized by an ongoing, heightened reaction to food signals—ranging from social media advertisements to the aroma of someone’s dish, and the internal mechanisms that regulate appetite hormones.

While these cues serve to nourish us, some individuals exhibit quicker responses.

“A combination of personal attributes such as genetics, lifestyle, and stress can lead to heightened sensitivity to food noise, particularly as we are frequently subjected to strong external food signals.”

An intriguing study has emerged from research on GLP-1 agonists, a category of weight loss medications including Ozempic.

“Anécdotal evidence suggests that many individuals use the term ‘food noise’ to describe obsessive behaviors regarding food prior to starting such treatments,” says Hayashi.

“My hypothesis is that one of the impacts of these medications, which might clarify their efficacy in obesity treatment, is that they diminish the responsiveness to food cues and lessen susceptibility to food noise.”

Further research will address this inquiry and determine the extent of food noise’s impact on others.

What actions can we take regarding food noise now?

If you’re searching for approaches to manage intrusive thoughts about food (or intense cravings for forbidden toffee), Hayashi suggests consulting a nutritionist. They can assist in examining your dietary habits and devising strategies to enhance resistance to food cues.

These strategies may encompass mindful eating practices or ensuring sufficient meal consumption to avoid the discomfort of hunger at mealtimes.

Crucially, avoid falling into the trap of guilt surrounding the notion that struggling with food represents personal failure.

“We exist in a paradoxical society where cultural messages incessantly promote thinness and muscularity, while simultaneously compelling us to engage with external food cues that lead to poor dietary choices,” he explains.

“This creates an ideal scenario for suffering from food noise, compounded by a social structure that makes access to healthier options more challenging than opting for convenient, highly processed foods lacking in nutritional value.”

About our experts

Hayashi Daimon is a doctoral researcher at Penn State University in the United States. His work has been featured in Nutrients, Journal of Human Nutrition and Dietetics, and Surgery for Obesity and Related Diseases.

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